The world is getting smaller and there is a demand for mass appeal in the way products are distributed globally. There is an increased opportunity for brands and retailers to widen their customer base to an international market, but they need the right product branding to go along with it. If you are a company that is considering expansion into an international market, you need a graphic design and branding team that understands how to appeal to consumers both in the U.S. and overseas. San Diego’s Lien Design can help you achieve that goal providing an innate understanding of global marketing that can help you grow your company.
When considering the type of design that needs to be utilized to appeal to an international audience, there are many factors involved. Design preferences may vary including color, palette, font, materials and images. Also, labeling requirements may vary according to the country that your product is being marketed to.
To fully understand the customer base that is being marketed to takes hours of research. Time is invested so that the graphic design and branding team is completely familiar with, not only the product, but its competitors. It’s also necessary to understand the client’s intentions for the product.
Retail environments are considered as well as the color palette and design, which is often determined by the packaging strategy of a dominant brand in that category. For instance, if the dominant brand of soda uses red packaging, a private label brand may be inclined to use red packaging as well.
Of course, cultural differences are a huge factor in determining how a brand should be marketed as well. Compare California package design and U.K. markets as an example. The U.S. is dominated by major brands whereas; in the U.K. private labels make up about 50% of the marketAlso, the U.S. is more culturally integrated so that foods like macaroni and cheese and tacos are thought of as every day staples of American food culture. However, in the U.K. tacos are thought of as Mexican and macaroni as Italian. This thought process should be represented in the label, graphic design and branding of the product.
In order for branding to be effective, it must take global trends into consideration. This requires getting insight from different aspects of international marketing and applying them effectively and creatively in the product branding and being consistent in doing so. A knowledgeable company like California’s Lien Design can help you with branding and design that will be effective in the United States and across international markets. Give your product what it needs to be a global success.
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